How to make running more popular than baseball

Image by The Library of Congress via Flickr

Do you ever wonder why kids grow up wanting to be Michael Jordan, but not Ryan Hall? Or if distance running will ever be able to match the popularity and advertising budgets of MLB? Well, Running Shorts picked the brains of some gurus in the running industry and if any of their innovative ideas take hold, professional distance running might just give big league sports a run for their money.

We recently asked Doug Logan, President of the USATF, how he thinks running could garner a higher profile in American sports culture. Logan cited the USATF’s recent attempt at showcasing events online as a possible solution. These days many Americans are choosing Hulu over cable TV and Twitter over print media, so by harnessing the power of new media, running can reach a broader audience base. USArunningcircuit.com is a “brand new multi-media, fan-friendly website that will highlight professional road racing athletes on the USA Running Circuit (USARC)” says Logan. This website posts the schedule of the USA running circuit (a series of U.S.A. championship road races from 1 mile to the marathon), athlete bios, and current standings. The race series and interactive online space are being used as a way to  drum up spectator interest in professional distance running.

As Geoff mentioned earlier this week, distance running isn’t always the most spectator-friendly sport, but online tools such as webcasts, athlete blogs, and twitter are connecting the elites to the masses. For young sports fan who’ve grown up surrounded by new media, following a favorite on twitter or joining their facebook group, might be akin to the baseball card collections and fan clubs of yesteryear.

This connection to athletes and spectators is vital in creating a growing and loyal fan base. According to Logan; “There is an obvious connection between the masses and the professional athletes, some of whom began as mid-packers.   There is a natural relationship between the casual participant and professional athletes – both groups know the highs and lows that they will feel in training and in racing.” Unlike professional baseball or football fans, runners are fortunate enough to participate in many of the same events as the elites. While we might never know what it’s like to hit a homerun in Yankee stadium, we can PR in the Atlanta Track Club’s Peachtree 10k or qualify for Boston, no million-dollar sports contracts necessary. Logan cites  “partnerships with organizations like Twin Cities in Motion, the Houston Marathon Committee, Atlanta Track Club and New York Road Runners (to name just a few)” as a way of connecting high-profile events, elite athletes, and the masses.

Unfortunately many road races don’t provide optimal spectacting conditions. Sure, lining up on the side of the road might be free, but it’s not a whole lot of fun to stand around for hours and push your way through a crowd. Some races (the New York Marathon for example) offer VIP finish line seating, complete with brunch and champagne. While this example might be extreme, more races could be held in spectator-friendly venues (and peanuts, popcorn, and beer couldn’t hurt!)

How else do you think professional distance running could gain momentum amongst sports fans? We want to hear your ideas!

[Running Shorts is recognizing National Running Month and National Running Day by examining the issues preventing professional running from becoming a higher profile sport in the American sports landscape. Over the past several weeks, we spoke to a variety of insiders of the distance running community - media members, athletes, officials, agents, marketers, and administrators - to get their honest insights and specific solutions. This is the second of four parts.]